How to use Social Media effectively for business

Ian Wakefield

Sport Nottinghamshire

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TWITTER: @SMARTWayForward Use the Hashtag: #SMARTConference

Overview of the Presentation1. Planning2. Segmentation3. Digital Trends4. Social Media Landscape5. Social Media Demographics6. Social Media Trends7. Effective use of Social Media8. Twitter9. Facebook10. YouTube11. Flickr12. Linkedin13. Questions

Planning Marketing & Comms

Market Segmentation

Why do we segment the Market? Tells us who our potential customers are Tells us what they might like Helps us understand barriers Allows us to target more effectively

Where did the information come from? Sport England & Experian Taking Part & Active People Surveys Demographics from established sources Further info from Experian Databases

Always fish where “your” fish are.

Market Segmentation

19 Segments Circle Size =Population % Segment Supergroups A-D Horizontal Line shows Average 21% Decrease in activity with age Also shows impact of Gender & Impact of Social Deprivation

Market Segmentation

% % % Segment Name Forename (s) Population Male Female In million

A01 Competitive Male Urbanites Ben 6.4 13.3 0 2,521 A02 Sports Team Drinkers J amie 5.4 11.1 0 2,127 A03 Fitness Class Friends Chloe 6.9 0 13.4 2,717 A04 Supportive Singles Leanne 4.7 0 9.1 1,851 B05 Career Focussed Females Helena 5 0 9.7 1,969 B06 Settling Down Males Tim 9.4 19.3 0 3,702 B07 Stay at Home Mums Alison 4.6 0 8.9 1,812 B08 Middle England Mums J ackie 4 0 7.7 1,575 B09 Pub League Team Mates Kev 5.8 12 0 2,284 B10 Stretched Single Mums Paula 3.8 0 7.4 1,497

C11 Comfortable Mid-Life Males Philip 7.8 16 0 3,072 C12 Empty Nest Career Ladies Elaine 5.3 0 10.2 2,087

C13 Early Retirement Couples Roger & J oy 6.2 6.2 6.3 2,442 C14 Older Working Women Brenda 4 0 7.6 1,575 C15 Local ‘Old Boys’ Terry 3.4 7 0 1,339 C16 Later Life Ladies Norma 2 0 3.6 788

D17 Comfortable Retired Couples Ralph & Phyllis 3.7 5 2.4 1,457 D18 Twilight Year Gents Frank 3.5 7.1 0 1,378

D19 Retirement Home Singles Elsie & Arnold 8.3 2.5 13.8 3,269

Digital Trends

What makes great online content?

Which digital media gives best ROI?

Social Media – The Landscape

Source: UK Social Media Survey 2011 CIPR

Social Media Demographics

Social Media Demographics Only 25% of Twitter users follow a brand compared to 40%

of Facebook users.

On both sites around a third of users are logging in on mobile devices. Brands should ensure their websites and campaigns are smartphone-optimised so if their followers do happen to visit while they are social networking they are not disappointed with the outcome.

If you want to get feedback from your customers, use Twitter. Those on Facebook tend to be voyeurs, with only one in ten updating their status every day, but one in two are updating daily on Twitter.

If you’re rich, you’re more likely to Twitch (sorry). More users on Twitter have annual incomes above (£46,387) - but only slightly.

Social Media Trends

Full-time 3-4 days 1-2 days No0

10

20

30

40

50

60

50

14

1917

Marcomms Roles in CSP's 2012

Social Media Trends

Yes Not often Hindered Considering No0

5

10

15

20

25

30

35

40

45

19

7

12

2

9

30

35

8

3

40

0 0

8

1

Do you use Facebook?

201020112012

Social Media Trends

Yes Not often Hindered Considering No0

5

10

15

20

25

30

35

40

45

50

19

5 57

13

37

42 3 3

45

3

0 0 1

Do you use Twitter?

201020112012

Social Media Trends

Valuable Building Occasional Too Early No0

5

10

15

20

25

30

35

3

10

1

7

3

12 12

3 32

32

9

5

12

Is Twitter Valuable

201020112012

Social Media Trends

Yes Not sure No0

5

10

15

20

25

30

35

40

45

50

27

4

18

37

0

12

43

24

Do you upload video's to Youtube?

201020112012

Social Media Trends

Facebook Twitter YouTube0

10

20

30

40

50

60

70

80

90

100

4036

5560

7875

67

9188

Summary

201020112012

Why use Social Media?

How to use Social Media - Website

Have one (Free)Easy to findEasy to NavigateLooks InspiringEncourages InteractionEasy to ContactRecognisable BrandingInformativeUp to dateAnalyticsGoogle Alerts

Branding - Colour Match

PowerPoint'sNewslettersSocial Media PlatformsEmailsGraphsSurveys

Colorcombos.com (Hex Codes)http://www.colorcombos.com/index.html

Easycalculation.com (RGB Codes)http://easycalculation.com/color-coder.php

Google Analytics

Understand your websiteWho is visiting?For how long?How do they find you?Search terms/wordsDesktop/Laptop/MobileWho refers for youWhat are the trends?Google Ads

Google Analytics - Referrals

Understand your websiteSocial Media TopPartnersGoogle

TwitterBrand your pageTweet regularlyUse apps like TweetdeckInteract with TweepsFollow the right TweepsBe GraciousBe interestingUse Links/PicturesTwilertsListoriousIntegrate to websiteCompetitions34 Million Accounts UK Header Settings

Peak time Weekends

Twitter

Branding your page Background Colour Branding Header (Profile) Icon Description Twitter ID Spam Messages

Facebook

Use brandingMultiple AdminIntegrate with websitePeople like PeopleUse PicturesVideos/You TubeEncourage SharesPost links to websiteBe interestingBE SOCIABLEDon’t overdo it£32 million users UK

Peak time 3pm

Weekdays

Facebook

Post Engaging Content Colour Match Tag People Be regular Share with Friends Time your posts Competitions for Shares

Facebook insights

Understand the performance of your pageLearn which content resonates with your audience Optimise your posts

YouTube

Use brandingFilm your eventsFilm your trainingTag them wellEasy to editCreate a channelIntegrate with websiteOther Social Media links

Flickr

Buy a Digital CameraPhoto’s of:

CoachesTrainingVenuesCompetitionsSocial events

Tag your photo’sBe aware of SafeguardingUse on WebsiteUse on Social Media

Flickr

Use SetsBack Link to your websiteUse TagsStream Sets to your websiteEasy for multiple picsAuto update for galleryEncourages shares

Linkedin

Great for Networkingbringing together professionals Great for debate/discussionGreat for Jobs11 million users in UK

Social Media – Do’s & Don'ts

Content is King Don’t tell secrets Protect your privacy Don’t Insult or Stalk Be honest Do Tag, Link, Like & Mention Respect Copyright Laws Disclaimers Be first to admit to mistakes Don’t follow or friend children Monitor posts & photos & act Don’t Spam or Swear

Recap on Social Media

1. Have a Plan2. Know your niche3. Be yourself4. Engage people5. Link up6. Be customer friendly7. Think before you post8. Time to perfection9. Be consistent/regular10. Get organised11. Be responsible

Thank you for listening

Any questions?

Contact Ian Wakefield on Twitter : @iandwakefield or Linkedin

Conference sponsors & supporters